In Part I, Ed Durbin, Global Director for Retail End User Computing at VMware, defines four points where retailer technologists are focused today – eliminating friction for consumers to consume, enabling employees to support the consumer, extending digital transformation into the supply chain, and improving employee experience. Ed discusses how Dell and VMware are enabling retailers to eliminate friction for the consumer to consume, from order placement to order fulfillment. Ed concludes with a description of how Dell and VMware are helping retailers to arm their employees with information to facilitate the consumer’s purchase process.